STYLECLICK SIGNS DEAL TO DESIGN ELLESHOP
Byline: Katherine Bowers
LOS ANGELES — Styleclick Inc. continues to build the roster of e-tail sites it supports.
The company, based here, announced Monday that it has signed an agreement with Elle.com, the e-commerce arm of the fashion glossy owned by New York publisher Hachette Filipacchi Medias.
Under terms of the deal, Styleclick will design and merchandise ElleShop.com, as well as provide all back-end fulfillment and customer service through partnerships with companies owned by parent company USA Networks Inc. The two companies will share revenues for sales made on the Web site, with Styleclick taking a larger percentage, according to Bruce Goldstein, Styleclick’s executive vice president for business development.
Styleclick declined to share revenue projections or the percentage split and executives from Hachette Filipacchi did not return a call for comment. Elle.com received 370,000 unique visitors in September, according to a Hachette spokeswoman.
ElleShop.com will relaunch in December with a broader range of branded apparel and accessories tied to products featured in the magazine’s editorial pages.
“We’ll be working with [the editors] very closely because it’s a magazine with specific voice and vision,” Goldstein said. “It would be crazy of us not to take their customer base and market to them specifically.”
For instance, a tote bag featured on an Editor’s Picks page could be sold on the Web site, Goldstein said.
“A magazine is planned so far in advance that we will be able to source [products] for the Elle customer specifically,” he said. “We hope [editors] will write into their copy that one of the places [items] are available is at the ElleShop online.”
Goldstein said he expects the multichannel strategy to increase the magazine’s ad revenues by giving advertisers more access to Elle readers.
The Web site will continue to sell Elle’s private label lines, including women’s accessories, activewear and sportswear, set to debut in the U.S. in late January. Elle currently has more than 100 licenses in Japan, Asia, Europe, the Mideast and the Americas.
Styleclick’s deal is currently exclusive to North America, but Goldstein said that the company will look to expand the deal globally once it has proven that it can deliver. Styleclick is also in talks with other Hachette publications, said Goldstein, citing Woman’s Day as a good fit for Styleclick buyers.
“We’re anxious to get talks going even further,” he said.
According to a spokeswoman from Hachette, the company is expanding its brick-and-mortar presence as well, with plans to open stores in the U.S. and globally. The company already owns and operates Elle stores in the U.K., Japan and Asia.